Media Training A-Z
This book is a compilation of insights from bestselling authorsTJ Walker and Jess Todtfeld's experiences not only training clients all across the world, but from doing interviews themselves For their most recent book, the duo set a Guinness Record for the most interviews done in a single day on radio (112) . The book addresses all aspects of dealing with the media. From Articulating and forming your media message, to handling tough questions, creating sound bites and even what to do if you appear like a Zombie on camera - Media Training A-Z is your complete resourse!
"Effective media training is a blend of diplomacy and technique. No one does as good a job at that as TJ Walker. His ability to convey the nuances of media presence with enabling his clients to master content and delivery is unmatched. Clearly, good presenters are made, not born."
**New edition includes up-to-date tips and strategies for speaking and dealing with NEW Media, including: blogs, podcasts, webcasts, and ezines.
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Learn to get the quotes you want, look good on camera, and sound confident and comfortable during your next media interview.
In the book, TJ Walker & Jess Todtfeld explain:
- A systematic approach to developing and delivering a memorable message
- Strategies to help reduce nervousness
- Tips and guidelines for looking your best on camera
- A successful approach to answering tough questions
- Tips on dealing with ANY interview situation
- Memorable examples from key media figures
- A proven, step-by-step system to create sound bites and get the quotes you want!
- Strategies for speaking to new media
From the Author
"Everybody I work with wants the same things when it comes to dealing with the media: They want to come across as comfortable, confident and relaxed to audiences (and they’d like to actually feel comfortable, confident and relaxed too). Next, they’d like to be able come up with a clear-cut simple message, be able to deliver that message, answer questions in a thoughtful manner, and, finally, get the exact quotes or sound bites they want into the story. This book is a compilation of insights I’ve learned over the last 20 years of trying to help clients accomplish these goals." -- TJ Walker
Sample Chapter (mp3):
"TJ Walker is the leading media trainer in the world and Media Training A – Z is the ideal resource for presenting well on TV. It’s no secret why the same people constantly pop up on the 24 hour news channels – they incorporate all of the skills that TJ writes about in his book. As a TV producer, it always makes my job much easier when an interviewee can craft a great sound bite and look calm and cool while doing it... it's not an easy thing to do but Media Training A – Z is the perfect handbook for pulling it off. I’d highly recommend this book for anyone who is planning on doing any TV work."
Viacom News Producer
Sample Chapter (text):
Got No Time
People tell me all the time, “TJ, I’m much too busy to prepare for my media interviews by writing down message points and creating sound bites in advance.” Hey, we all have busy lives; I can respect that. There is only one small problem: these people always spend more time dealing with the media ultimately than people who prepare properly do.
Here’s the typical scenario: Mr.-I’m-too-busy-to-prepare gets a phone call from a reporter. He drops everything and says, “I’d be happy to talk to you right now,” and then conducts the interview for the next hour.
And he responds, “Great, the reporter talked to me for a whole hour!”
At this point, unless this is a paying client, I restrain myself from saying, “That’s awful! That means it took you an hour before you said anything interesting.”
One of the biggest misconceptions in the media business is that the longer a reporter talks to you, the better the interview went. Quite often a reporter will talk to you for a long time because it takes you forever to say anything interesting enough to use as a possible quote.
If you talk to some of the most widely quoted experts on the planet (e.g., Norm Ornstein, Alan Dershowitz), they will tell you that many of their interviews last less than a couple of minutes. When calling these pros, reporters know that they will get juicy sound bites without wasting anybody’s time.
How you use your time with the media is critical. The people who dive right into interviews without preparing do so because they think that they are too busy to prepare and believe they are saving time this way. That makes about as much sense as building a house without a blueprint.
Look at how the amateur media “expert” and the media pro use their time.
The amateur media expert spends one hour on the phone with the reporter, getting zero sound bites on their message and maybe one sound bite off-message.
Total time spent: one hour.
The media pro asks the reporter what the interview topic is and when the deadline is. He tells the reporter that now is not a convenient time to talk and that he will call back before the deadline. Next, he spends 10 minutes brainstorming for message points and narrowing them down to no more than three. After that, he spends five minutes crafting sound bites. Next, he calls the reporter and conducts a five-minute interview chock-full o’
sound bites. Finally, the media pro spends 30 seconds the next
day clipping out the news article, which contains three or more of
his preplanned quotes.
Total time spent: 20 minutes 30 seconds.
So you tell me, who is saving time?
"Over the years I've been a fan of TJ Walker and his rigorous approach to media training. If TJ had his way, no client would ever lose a media interview. And, if every executive would take the time to read this latest edition, he or she probably never will. TJ is clearly a veteran of the broadcast and print interview world and his tips are well worth reading. I know I've learned some new strategies."
Edward Aloysius Moed
Size: 8.2 x 5.3 x 0.6 inches
01-25-05 O'Dwyers PR Book Review - Media Training A-Z
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